from Pantperthog to Knockando

Tuesday, November 13, 2012

The most disturbing 'If' in advertising

Cathy pointed this out to me yesterday. An advert for Aptamil came on and she said 'listen for the most disturbing sentence on an advert.'

The Narrator starts talking as a woman brestfeeds her baby... "There's nothing better than breast milk for your baby. But if you decide to move on, then use Aptamil follow-on milk." (is the general gist of the ad).

The problem is the 'If'. 'If you choose to move on...' - Does anyone choose not to? Surely the right word here is 'When you move on...'

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